X, formerly Twitter, has rolled out significant updates to its NFL Portal for the 2025-26 season, solidifying its position as a key destination for real-time football news and conversation. The updates are designed to deepen fan engagement and provide a more personalized experience, building on the foundation of the portal that was first launched in 2024.
What’s New with the NFL Portal?
X’s updated NFL Portal integrates several new features to enhance the user experience, making the platform a more valuable “second screen” for fans. A key change is the introduction of personalized game feeds, which provide live scores, schedules, and standings tailored to a fan’s favorite teams. This feature streamlines the process of following specific teams, eliminating the need to search for individual game updates.
Additionally, a new feed tab has been created for event-driven coverage. This will activate around major NFL events like the Super Bowl and the NFL Draft, featuring curated highlights, trending clips, and fan discussions. This new tab centralizes content for the league’s biggest moments, making it easier for users to stay on top of the most important news.
The platform is also improving content discovery by integrating NFL standings and scores into its Search and Explore pages. This enhanced integration ensures that fans can easily find key information at crucial moments throughout the season. These updates, along with the inclusion of real-time stats, are intended to make X an essential companion for game day.
Broader Content Strategy & Advertising Opportunities
Beyond the portal, X has established a new content partnership with the NFL. This includes a major shift for the long-running show “Inside the NFL,” which has moved from television to become an exclusive digital series on X. The new format is a “digital-first” reboot, featuring short-form episodes released weekly that include exclusive player audio and cinematic game recaps. This strategic move aims to reach a younger, digital-native audience and leverage X’s real-time, conversational nature.
For brands, these updates present new opportunities for advertising. The platform has introduced new ad placements within NFL discussions, providing increased visibility to advertisers while maintaining a seamless user experience. With sports being the top topic of discussion on X, and roughly 40% of all sports-related posts being about the NFL, this audience is highly engaged and valuable for marketers.
The overall strategy reflects a growing trend in sports media where leagues are seeking more direct relationships with their audiences on platforms where conversations are already happening. X is positioning itself not just as a place for live updates, but as a hub for curated, exclusive sports content that fosters debate and community.
